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العلاقة بين اليقظة الاستراتيجية والثقافة التسويقية واثرها في توجهات ادارة التسويق == The Relationship Between Strategic Vigilance And Marketing Culture And Its Impact On Marketing Management Orientations
Author name:
انتصار عزيز حسين
Supervisor name:
ظافر عبد محمد شبر
General topic:
Administration and Economics
Specific topic:
Business Administration
Degree:
Doctorate
University:
University of Baghdad - Faculty Of Administration And Economics - Department Of Business Administration
Language:
Arabic
University location:
Baghdad
First pages:
07T4213 - p.pdf
Abstract:
يسعى البحث الى معرفة اهمية كل من اليقظة الاستراتيجة والثقافة التسويقية وتاثيرهما في توجهات ادارة التسويق، لذا تم بناء مخطط فرضي توضح فيه العلاقات بين المتغيرات واثر بعضها في البعض الاخر. وصيغت ستة فرضيات رئيسة اشتقت منها عدة فرضيات فرعية جرى اختبارها باد | The research tries to identify the importance of the strategic vigilance and marketing culture and their impact on the orientations of marketing management, so a virtual diagram has been established to show the relationship among the variables and the impact of each of them on the other. Six hypotheses are formulated , and derived from them branch hypotheses which were tested by using statistical instruments. The strategic vigilance and the marketing culture are considered as explanative variables and marketing management as responsive variable.The study aims at identifying the marketing philosophy adopted by the management and the extent which suits the company's financial and human capacities as well as its present environmental circumstances within the context of the strategic vigilance and the marketing culture common in the minds and thoughts of the concerned management.The Iraqi Airways Company has been chosen as the society of the research and a questionnaire form is used to collect the data , ( 160 ) forms are distributed out of which ( 150 ) are suitable for analysis. The subjects include personnel in decision - making centers ( such as members of the council of the company management , the department managers ,the heads of the sections and units ) in the company. To enhance the data collected by the questionnaire form , personal meetings ,field observations and annual reports of the company are conducted. The analysis of the data is done by using the ( spss - 22 ) computing programme.The study reached many conclusions the important of which are : 1 - There in an interaction and integration between the strategic vigilance and marketing culture that contributes in making the company management constantly ready to face the unstable environmental circumstances and the sudden events as a strategic vigilance , and the company's internal management based on values and traditions Integration that every individual in the company takes it as marketing culture.2 - The company management adopt in its marketing orientations the philosophy of Selling preferring it to the other marketing philosophies and orientation. From this We conclude that : A - The company management is interested in its internal environment more than the external one which means that producing and offering services are done before knowing the need and desires of the customers , that is from the company's perspective rather than the customers perspective.B - The company concentrates on developing its services offered now without thinking of Vitiating these services and their markets in accordance with the new need and desires of the customers and the necessity of enlarging and vitiating these markets as a strategic aims as long as the opportunity for the markting growth is available. The research is enclosed with many recommendations the important of which are : 1 - It is necessary that the company management invest the integrated and positive relationship and dynamic interaction between the strategic vigilance and marketing culture and marking use of them when applying the scientific method in adopting a marketing philosophy or orientation in accordance with environment and in order to assume a distinguished status among the world airlines companies and to recall its old reputation which it lost when it faced exceptional circumstances.2 - Despite the fact that the marketing orientation of the company towards selling is considered a successful one on the short term , the company management should think of a marketing philosophy that keeps pace with the development of the modern age and on long term strategies based on the outside - towards - inside perspective of the company with an understanding of the customers' actual needs and the way of keeping contact with them for a long time and the nature of the competition and the movement of the competitions in the market and balancing the interest of the customer and that of the company and the society ,and protecting the environment and its resources.
